Inside Drummer/Author Martin Atkins' Punk Rock Rules On How To Break The Rules

Exemplifying his British punk rock roots, the drummer-turned-author's "Atkins-isms" show he marches to a new music business beat, and perhaps you should, too

Melissa Love

GRAMMYs

Oct 12, 2018 - 1:30 pm

British drummer, entrepreneur and author of the book "BandSmart" Martin Atkins held a packed house in rapt attention at Atlanta's Smiths Olde Bar for a special Craft Session presented by the Recording Academy Atlanta Chapter on Aug. 23. He peppered attendees with thoughtful ways to engage differently with "changing opportunities in these creative industries that we're in."

Atkins' punk rock roots serve him well. He shows the same irreverent disregard for the mainstream that he manifested in the seminal bands he's known for including Nine Inch Nails, Killing Joke, Ministry, Pigface, Public Image Ltd., and many more. But out from behind the kit and on the mic in front of a room full of music industry professionals, Atkins inspired the audience to cast off convention and find new ways of operating in the marketplace.

The "traditional economy and efficacies of time no longer apply," he said. That makes it imperative for music people to find new creative opportunities and change their mindset toward "finding money."

Although he believes, "Streaming services exist and they're awesome," the backdrop according to Atkins is that streaming music services only pay paltry revenues, even against a ubiquitous hit record. "Exploring creating avenues while you're streaming is a really great combination," he said.

Atkins outlined other possibilities to find money in your music, such as vinyl, saying, "If you do something creative, you differentiate yourself." He laid out a brief economics lesson, demonstrating how more revenue could be garnered merely by selling a unique vinyl recording than from a streaming hit. He gave this as an example of his rule D.T.O., a mantra for action meaning "Do The Opposite." You just have to "Be smart with it," he advised.

Photo: Kara Hammond

Moving on to other acronyms, Atkins' message was replete with quirky examples from real stories of musicians, demonstrating other rules of his for breaking the rules. These can be considered "Atkins-isms."

For example, the formula A.H.S.E.T.S. stands for "Always Have Something Else To Sell." His perspective is that, "If you've got one great thing, you're screwed." Therefore when fans really do own all the merch, think differently. Ask them, "Do you have the recipe book?" is his approach.

Another maxim of Atkins' is "Be Interesting." An example is heightening fan engagement through social media takeovers, leveraging message intensity to reach a broader market. The Atkins adage of "Always Saying Yes" could mean an unconventionally prosperous partnership steps into your life, because the practice opens the mind to new people and proposals.

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Despite having sold millions of records – Atkins even played drums on Nine Inch Nails’ GRAMMY-winning hit, “Wish” – , his argument makes room for strategies of scarcity and exclusivity. Behind Atkins a projection on the wall stated four simple words, "Think Local — Think Smaller."

Atkins concluded with encouragement to defy convention and change the conversation. "You can't sell music," he said. "Well, you can, but there's no money to be made."

Moderated by Tony Paris — who revealed that he saw Beck perform in the late '80s at the Sidewalk Cafe in New York City — the discussion delved into the L.A. native's idiosyncratic approach to the creative process.

"I think everybody finds their own way in music," said Beck. "I produce other artists as well [and] that's one of the things [I enjoy] — going into somebody else's world and their process and [learning] how they got into music and the rules they wrote for themselves. There's a million ways to make a song."

Of course, Beck's catalog features an abundance of musical elements and textures, from alt-rock and acoustic-based folk to pop, Americana and hip-hop. It turns out Beck's varied output is a direct result of is anti-formulaic approach to music.

"I think it would be more practical and pragmatic to have a formula," said Beck. "When I make records, I pretty much throw that out the window. I think what's interesting is that world that you construct and how the record is made becomes a part of the identity of the record. That's why [my] records are so different.

"There are certain records that I've recorded in a house with a producer — it's very kind of amateur in a beautiful way. The next record, I'll get some of the best musicians and one of the classic rooms in Los Angeles, record it to tape live, and bring in a live orchestra."

During the 60-minute-plus conversation, Paris peppered Beck on other topics such as his breakout hit "Loser," why music education programs are important and his creative mindset for popular albums in his catalog, including his stripped-down Sea Change album, 2006's The Information and his latest opus, 2017's Colors.

"['Loser'] went through all the record companies and I had a few meetings and nobody wanted to put [it] out," Beck recalled about his 1993 debut single. "So, a friend of mine put out 500 copies. And it was one of those freak things … it [went to] No. 1. I thought it would go away and that it [would be] just a novelty. It just had a life of its own."

"I heard Woody Guthrie and it was just so simple. It was just a human voice and a guitar. That was a real revelation for me."

Though "Loser" is a brilliant alt-rock pastiche featuring drum loops, rap rhymes and unforgettable phrases ("Get crazy with the Cheese Whiz"), Beck revealed that the initial inspiration for his career came in the form of an iconic folk singer/songwriter's pure approach.

"I heard Woody Guthrie and it was just so simple," he said. "It was just a human voice and a guitar. That was a real revelation for me. I kind of went down that thread of blues and folk music."

Digging further back, Paris touched upon the fact that each of Beck's parents come from artistic backgrounds. His father, David Campbell, is a master arranger/composer who has worked with artists such as Adele, Justin Timberlake and Dream Theater. His mother, Bibbe Hansen, is an artist, musician and actress who worked closely with Andy Warhol and was among those who frequented The Factory, a distinguished gathering place for Warhol and his artistic associates. While his parents' talents no doubt had an impact on Beck, his love for music was instilled through picking up a guitar on his own accord.

"It was the default thing that was accessible to me, which is the beautiful thing about music," said Beck, who added that he is a big believer in music education programs. "Having music programs for kids [is important]. That's like a lifeline. For a child, that's opening a whole world."

With 13 studio albums to his credit, Beck has initiated a left turn or two. His 2002 GRAMMY-nominated album, Sea Change, though lauded today as a modern folk masterpiece, hit a bumpy road right out of the gate.

"The record company rejected [Sea Change] when I turned it in," said Beck. "That was a record [where] I thought, 'This is just one I'm doing for myself. People who like my records aren't necessarily going to like this. Maybe it will be an interesting curiosity later on.'"

Curiosity is a through line in Beck's creative process. His musicologist leanings and a constant thirst for knowledge continue to inform his work as evidenced by his latest album, Colors.

"[For] a record like Colors, the ethos was those great records that are groundbreaking, sonically, but the compositions are experimental and also wildly popular," said Beck. "Thriller, Sgt. Pepper's and Pet Sounds — there's a particular thing about those records. They are very experimental but they are also so meticulous.

"[I thought], 'How do you do something very experimental that has sophistication but is accessible [with meticulous] production?' It was a very different approach than how I usually approach making records."

The Cranberries Announce Eighth And Final Album, 'In The End'

The Irish alt-rock band, who lost lead singer Dolores O'Riordan last year, also unveiled a new single titled "All Over Now"

Jennifer Velez

GRAMMYs

Jan 15, 2019 - 4:02 pm

Band members of Irish alternative rock band the Cranberries have announced that they will release their eighth and final album In The End on April 26 via BGM.

"In honour of our dear friend and bandmate, Dolores, we present to you the final album from The Cranberries, ‘In The End,’" the band tweeted.

The announcement comes one year after the death of powerful lead vocalist Dolores O'Riordan, who died suddenly while in London for a recording session on Jan. 15, 2018. She was 46.

In honour of our dear friend and bandmate, Dolores, we present to you the final album from The Cranberries, ‘In The End’. Tune into the Jeremy Vine show on @BBCRadio2 at 1:30PM tomorrow to hear ‘All Over Now’. pic.twitter.com/YT0j4Hy7Js

The band also released a single titled "All Over Now" from the upcoming album. The song "blends rock, alternative and catchy almost pop-sounding melodies to deliver a classic Cranberries sound," the band said on their website.

The BBC reported in Sept. that O'Riordan's cause of death was a "tragic accident" due to excessive drinking. She was found submerged in the bath of her hotel room.

For 30 years, the Cranberries blended alternative rock with pop to create a melodic sound that could be both hard and sweet. Hits like "Zombie" and "Dreams" captured the band's ability to shift their sound. The final album, which has 11 tracks and was produced by Stephen Street, is a "fitting and powerful closure," the band said.

"I can't think of a more fitting way to commemorate the first anniversary of Dolores' passing and to celebrate her life than to announce to the world the release of her final album with the band," O'Riordan's mother, Eileen O'Riordan, said on the band's album announcement.

The "Rebel Girl" band, who inspired women to express themselves via music and DIY culture, will play all-ages shows in Los Angeles and New York City, as well as a 16+ show in Brooklyn, N.Y. that will begin in the spring.

"Bikini Kill are thrilled to announce they will be regrouping to play shows in NY and LA this spring," the band said on their website. "They will perform with their iconic line-up of Kathleen Hanna on vocals, Tobi Vail on drums, and Kathi Wilcox on bass -- along with guitarist Erica Dawn Lyle."

The group formed in 1990 and were based in Olympia, Wash. and Washington, D.C. Before their break-up in 1997, they recorded and released a demo, two EPs, two LPs and three singles. They toured the U.S., Japan, Europe and Australia.

Frontwoman Hanna went on to form band Le Tigre and a solo career as Julie Ruin. The Punk Singer documentary is based on her activism and musical career and shows the singer's life and battle with Lyme disease.

Tickets for all three shows will go on sale on Friday, Jan. 18. Both NYC shows will be on sale at 9 A.M. PT / 12 P.M. ET, while the L.A. show will go on sale at 10 A.M. PT / 1 P.M. ET. For more info, visit the band's website.

The magazine reports that the band has been joined by several guest vocalists in the past, including Perry Farrell and Evan Rachel Wood, and plays hits like "Rebel Rebel" and "Ziggy Stardust."

"One way or another, David is continuously there with us,” Garson said in a statement. “He’s on stage each night, in the audience and always in the very essence of each song. We do these shows for the fans who’ve loved David and his music, and for those who are new to his music-they’re about to get hooked. Through this process of the celebration of his music, we do these shows for David who is a constant presence in our minds, hearts and soul."

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